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Course Outline

Batch: 2013-15 Term: IV

Course: Customer Relationship Management Credits: 3

Course Instructor: Pradeep Mazumdar

Objectives of the course: To describe and illustrate key CRM concepts as they relate to marketing strategy
and information technology, leading to how CRM practices and technologies are used to enhance
achievement of marketing, sales and service objectives.

Course Outline:
1. Need for CRM
2. Customer Satisfaction & Loyalty
3. Customer Retention, Win and Acquisition Strategies
4. CRM in marketing, sales and service
5. CRM in social media
6. CRM softwares
7. Data Warehouse and data mining
8. Planning and implementation of CRM
9. CRM in user industries

Course Learning Outcomes: By the end of this course the students will be able to:
1. Apply the key concepts CRM into business practices
2. Describe the different schools of thought on relationships and relationship management
3. Demonstrate use of CRM in marketing, sales and service
4. Recognise different CRM softwares, and their functionalities
5. Facilitate planning and implementation of CRM projects

Basic Text Book: Buttle, Francis., 2011, Customer Relationship Management: Concepts and Technologies,
Elsevier.

Reference Books: 1. Dyche, Jill, 2009, The CRM Handbook: A Business Guide to Customer Relationship
Management, Pearson Education.
2. Zikmund, William G., Mcleod, Raymond, Jr., Gilbert, Faye. W., 2012, Customer Relationship
Management: Integrating Marketing Strategy and Information Technology, Wiley.

E-resources/databases: IMT Nagpurs database through 10.40.0.25 in LRC portal


1. ProQuest
2. EBSCO
3. JSTOR
4. Emerald
5. Harvard Business Review
Session Plan:
Session No. Topic Required preparations
1 Introduction
Course Plan
2 Defining CRM Buttle, Francis, Chapters 1 & 2.
Understanding Relationship Dyche, Jill Chapter 1.
Different schools of thought on relationship
3 Customer Satisfaction, loyalty and business Buttle, Francis, Chapter 2.
performance. Articles in e-resource on the
topic.
4 Loyalty programmes. Buttle, Francis, Chapter 9.
Customer retention strategies Zikmund, et al., Chapter 5.
Newspaper, business
magazines and company Web-
sites (for e.g., retailers) on the
topic.
5 Customer Win back and Acquisition strategies Buttle, Francis, Chapter 8.
Dyche, Jill, Chapter 3.
6 CRM in Customer Service Buttle, Francis, Chapter 16.
7 Sales force automation Buttle, Francis, Chapter 14.
Dyche, Jill, Chapter 4.
Websites of Oracle, Microsoft,
SAP.
8 CRM in Marketing Buttle, Francis, Chapter 15.
Marketing Automation Websites of Oracle, Microsoft,
SAP.
9 Social Media CRM Business, Technology on-line
magazines like CRM
Daily.com, insidecrm.com, etc.
Websites of CRM vendors.
10 Analytical CRM Buttle, Francis, Chapters 1 & 4.
Data Warehouse
11 Data Mining Buttle, Francis, Chapter 4.
Zikmund, et al., Chapter 9.
12 Planning and Implementation of CRM Buttle, Francis, Chapter 3.
13 CRM in some user industries banking, Company Websites and
financial services, fmcg, hospitality sectors Websites of CRM vendors and
application service providers.
14 Guest Lecture
15 Guest Lecture
16 Presentations on current news Newspaper, business
magazines, on-line CRM
magazines.
17 Presentations on current news Newspaper, business
magazines, on-line CRM
magazines.
18 Creative Presentations
19 Creative Presentations
20 Creative Presentations
Winding up

Pedagogy: Classroom lectures on concepts, applications, current news, and CRM software.

Evaluation Scheme:

Serial No. Evaluation component Weightage (%) Learning outcome


1 Class Participation 20 1, 2, 3, 4, 5
2 Creative presentations 20 1, 3
3 Current news reports 20 3, 4, 5
4 End-term exam 40 1, 2, 3, 4, 5

Career Focus: The course is primarily tailored towards those who would like to make a successful career in
sales and marketing where managing relationships with customers is becoming increasingly important.

Any other remarks:


1. It is essential to understand the spirit behind CRM.
2. It is also necessary to ask yourself why you are learning what you are learning and be involved in
what you are learning.
3. At any point of time, either during class interaction hours or beyond them, if you desire any
clarifications, please do not hesitate to ask me.
4. Remember, it always pays to develop your own individual thoughts. In the long run they can lead to
innovations.